Effect of Customer Relationship Management (CRM) on Performance of Small-Medium Sized Enterprises (SMEs) Using Structural Equations Model (SEM)

In today world, the necessity of continuing activities and maintaining the competitive advantage is attention to customers that due to their direct relationship with organization actions are valuable source for opportunities, threats and operational questions related to the industry. This study aims to investigate the effect of customer relationship management (CRM) on the performance of small and medium size enterprises (SMEs). Statistical population of this study is managers active in industrial park in Mashhad. Statistical sample of this research is 105 managers who were selected randomly from among the managers of industrial park located in this city. Library method was used for gathering data. In this research, survey method and questionnaire were used to identify the effect among variables and data analysis was done by AMOS18 and SPSS19 software. Results showed that CRM has significant effect on the performance of enterprises. Technology is a key factor which influences SMEs and leads to superiority on competitors. Besides, for achieving more desired performance, enterprises should pay attention to market and customers.